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公共關(guān)系之 改變企業(yè)形象 Transforming Corporate Image

所屬教程:外貿(mào)英語(yǔ)

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2020年09月05日

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公共關(guān)系之 改變企業(yè)形象 Transforming Corporate Image

企業(yè)形象是員工以外的社會(huì)公眾對(duì)企業(yè)的認(rèn)識(shí),是企業(yè)的外部形象。企業(yè)形象通常是由視覺(jué)品牌(visual brand)、交流溝通和企業(yè)行為構(gòu)成。改變已建立的企業(yè)形象需要投入大量的努力和時(shí)間,但非常值得(It's well worth it)。

坦誠(chéng)

如果公司犯了什么錯(cuò),就應(yīng)當(dāng)坦然承認(rèn)。對(duì)于公眾背離企業(yè)的原因不要視而不見(jiàn)。人們總是欣賞誠(chéng)實(shí)和謙遜(honesty and humility),唾棄虛偽和怯懦(hypocrisy and cowardice)。指定專人負(fù)責(zé)維護(hù)企業(yè)形象,留意(keep an eye on)有關(guān)企業(yè)形象的所有相關(guān)細(xì)節(jié)。

⊙It was an error in judgment.在這一點(diǎn)上我們有失公允。

⊙We have to admit we've been a little outdated.我們不得不承認(rèn)我們有一些落伍。

⊙To be honest, we messed up.We have regrets.

坦率地說(shuō),我們的管理有些混亂,我們對(duì)此深表悔意。

⊙If we could go back, we'd do some things differently.如果能夠重新來(lái)過(guò),我們?cè)敢庾龊芏嗟母淖儭?

⊙You're in charge of managing corporate identity.你來(lái)負(fù)責(zé)管理公司的形象。

使命宣言(mission statement)

企業(yè)使命的陳述不僅僅是幾句口號(hào),而是對(duì)企業(yè)形象和企業(yè)組織哲學(xué)(organizational philosophy)的總體概括??傊?,企業(yè)使命要說(shuō)明企業(yè)是干什么的和將要干什么。使命宣言應(yīng)當(dāng)簡(jiǎn)明(concise)、清晰(clear)、上口(catchy)、新穎(fresh),長(zhǎng)度控制在幾句話之內(nèi)。

⊙The impression we give people is……我們給人們的印象是……

⊙People tend to see us as……

人們常常視我們?yōu)椤?

⊙The image we want to portray is……我們要塑造的形象是……

⊙We'd like to emphasize……我們要重點(diǎn)強(qiáng)調(diào)……

⊙We're all about……

我們主要致力于……

⊙Our mission is to……我們的任務(wù)是……

⊙We seek to provide quality service while maintaining high value product options. We focus on providing a positive experience for our customers and clients.

我們致力于提供高品質(zhì)服務(wù)和高附加值產(chǎn)品。我們專注于向客戶和消費(fèi)者提供積極樂(lè)觀的體驗(yàn)。

視覺(jué)更新(visual update)

更新不是要改變公司的名字、標(biāo)志(logo)或口號(hào)(slogan),而是使它更加新穎(freshen it up)。比方說(shuō)調(diào)整標(biāo)志的配色方案、簡(jiǎn)化線條、更新公司的網(wǎng)頁(yè)、更換名片設(shè)計(jì)等??傊?,是在原有基礎(chǔ)上調(diào)整而不是改頭換面。

⊙Our visual branding needs some work.

在可視性品牌方面我們需要做一些工作。

⊙Let's update some of our old VI materials.讓我們更新一些我們舊的視覺(jué)識(shí)別材料。

⊙I like the changes we've made to our visual branding.我很喜歡我們?cè)谝曈X(jué)品牌上的更改。

⊙Our new logo is a fresher, more energetic representation of our company.我們新的標(biāo)志更加新穎,更能代表公司的活力。

⊙After our VI makeover, we've seen an increase in sales of about 20%!在視覺(jué)識(shí)別更新后,我們已經(jīng)看到營(yíng)業(yè)額增長(zhǎng)了20%。

向公眾事業(yè)伸出援助之手(reach out to the community)

投身公益事業(yè)是更新企業(yè)形象的最好方式之一,包括為公眾提供免費(fèi)產(chǎn)品和免費(fèi)服務(wù)、幫助弱勢(shì)群體、設(shè)立助學(xué)金、參加環(huán)保事業(yè)等。

A:What contributions does Willymart make to the community?

B:We sponsor a scholarship for local disadvantaged children, we've donated money to fund research in curing childhood leukemia, and we regularly sponsor work training programs to help the homeless.

A:Willymart都對(duì)社區(qū)做了哪些貢獻(xiàn)?

B:我們向當(dāng)?shù)氐娜鮿?shì)兒童贊助獎(jiǎng)學(xué)金、捐錢給兒童白血病研究,而且我們經(jīng)常給無(wú)家可歸的人提供工作培訓(xùn)。

交流(communication)

開(kāi)創(chuàng)公司博客(company blog)并且時(shí)常更新內(nèi)容(update),通過(guò)新聞媒體報(bào)道公司的動(dòng)態(tài)。

⊙We need to send out another press release about our community outreach.

Molly, can you get that done today?

我們需要發(fā)送另外一份有關(guān)公司援助社區(qū)的新聞稿。Molly,你能今天做好嗎?

⊙Take a look at our community newsletter.

看一下我們社區(qū)的通訊。

⊙Can you write an update on the blog about the changes to our mission statement?

你能否更新博客發(fā)表有關(guān)我們調(diào)整使命的聲明?

改變

視覺(jué)品牌的完善只是外在的改變,實(shí)質(zhì)性的改變需要通過(guò)有意義的(significant)內(nèi)部改革來(lái)證明(prove it)。比如迅速并毫無(wú)顧忌地(swiftly and without mercy)擯棄與現(xiàn)行使命不相符的行為,并通過(guò)媒體向公眾宣告。

⊙In accordance with public response, we have changed company policy on……鑒于公眾的反應(yīng),我們?cè)凇{(diào)整公司的政策。

⊙We will no longer……

我們?cè)僖膊弧?

⊙Changes are in order.變革勢(shì)在必行。

總結(jié)

要從里到外改變公眾對(duì)公司的印象,就是把公司新的一面利用一切機(jī)會(huì)來(lái)展現(xiàn)給公眾。在“新”上做文章,可以是更新穎的標(biāo)志,更有創(chuàng)意的視覺(jué)識(shí)別材料,更能觸動(dòng)人的使命宣言,更吸引人的博客,等等。另外加強(qiáng)對(duì)公益事業(yè)的投入,這絕不是浪費(fèi)時(shí)間和財(cái)力,群眾一定會(huì)感覺(jué)到你們的恩惠和善意的,也就是投我以桃,報(bào)之以李。

Words 單詞表

community社團(tuán),社區(qū)

controversy爭(zhēng)議

fund資助,籌款

corporate公司

disadvantaged貧窮的,弱勢(shì)的

donate捐贈(zèng)

feedback反饋

involvement參與,介入

logo標(biāo)志

newsletter通訊

community outreach社區(qū)服務(wù)

outdated過(guò)時(shí)的,不流行的

partner伙伴,合伙人

regional地區(qū)的,局部的

sponsor贊助

update更新,修正

VI(visual identity)視覺(jué)識(shí)別

visual視覺(jué)的,形象的

Phrases 短語(yǔ)表

be upfront about some mistakes坦白承認(rèn)錯(cuò)誤

give an impression給人留下印象

good neighbor好鄰居

in charge of主管,負(fù)責(zé)

local level地方層面

makeover新造型,改頭換面

mission statement企業(yè)宣言,使命宣言

phenomenal success驚人的成功/成就

press release新聞稿,新聞公告

public response公眾反應(yīng),公眾反響

the public公眾

portray an image塑造形象

public approval公眾的認(rèn)同

tend to趨向,漸漸

be in order勢(shì)在必行

實(shí)景對(duì)話1

A:Our sales are down. Public approval rating of our corporate image is down.

According to marketing research the impression we give people is of a cold, distant corporation. People tend to see us as too big, too removed, and not caring.I think changes are in order.

B:Obviously, the image we want to portray is that of a good neighbor, a community partner. We want people to see us as a friend to thecommunity and a friend to families.In that regard, our visual branding needs some work.We have to admit we've been a little outdated.

A:Well, let's update some of our old VI materials. That's not too hard to do.

But I'm afraid that's not going to be enough. I think we need someone to manage our image with the public.I'd like to assign you to the job.Ding Lan, You're in charge of managing corporate identity.

C:Okay, I think I can handle that. If I may, I'd like to suggest that we make some changes to our mission statement and our company policy. We need to admit our mistakes and let the public know we've changed.

A:Okay, we can send out a press release.“In accordance with public response, we have changed our company policy on community involvement. We will no longer employ regional managers, but will bring our management to the local level.”O(jiān)h, Ding Lan, can you also write an update on the blog about these changes?

A:我們的銷售額下降了。公眾對(duì)我們企業(yè)的認(rèn)可度也在降低。根據(jù)市場(chǎng)調(diào)研,我們給人們的形象是一家冷漠、遙不可及的企業(yè)。公眾認(rèn)為我們太大、太疏遠(yuǎn)而不夠有親和力。我覺(jué)得革新勢(shì)在必行。

B:很顯然,我們想塑造的形象是一個(gè)親鄰,一個(gè)社區(qū)搭檔。我們希望人們把我們看作是社區(qū)里的一個(gè)朋友,一個(gè)家庭的好友。就此而言,我們?cè)谝曈X(jué)品牌上需要做一些工作。我們得承認(rèn)我們是有些落伍了。

A:好的,我們更新一下我們?cè)瓉?lái)的視覺(jué)識(shí)別材料,那不太難做。但是我擔(dān)心這還不夠,我想我們需要有人來(lái)經(jīng)營(yíng)我們的公眾形象。丁蘭,我想任命你來(lái)做這個(gè)工作。你來(lái)負(fù)責(zé)管理我們企業(yè)的形象。

C:好的,我想我可以應(yīng)付。如果可以,我想建議我們?cè)谄髽I(yè)使命和我們公司的政策上做些調(diào)整。我們得承認(rèn)我們的錯(cuò)誤并讓公眾知道我們已經(jīng)改變了。

A:好的,我們可以發(fā)一篇新聞稿:“根據(jù)市民的反應(yīng),我公司現(xiàn)已調(diào)整社區(qū)服務(wù)的相關(guān)政策。我們將不再聘用區(qū)域經(jīng)理,而是將我們的管理調(diào)整到地方一級(jí)?!迸叮√m,你能不能更新博客來(lái)公布這些調(diào)整?

實(shí)景對(duì)話2

A:What's the feedback on the work we've done to improve our image?

B:After our VI makeover, we've seen an increase in sales of about 20%!

Our new logo is a fresher, more energetic representation of our company.

A:That's phenomenal success.How'd we manage that?

B:One, of course, is updating our VI. We also made an effort to be upfront about some mistakes we'd made.

A:Like what?

B:Here, take a look at the company newsletter.“To be honest, we messed up. We have regrets.Layoffs on the local level while executives got bonuses were an error in judgment.”

A:Goodness, that's coming right out and saying we were wrong!

B:Exactly. I think people responded well to our honesty.We also changed our mission statement. Our mission statement now reads,“We seek to provide quality service while maintaining high value product options.We will ensure that company employees on every level are valued.”

A:That last part is new. Sounds like a response to the controversy that got all this started in the first place.

B:Yep. And one last thing we've done is to focus more on community programs.

A:What contributions does Willymart make to the community?

B:We sponsor a scholarship for local disadvantaged children, we've donated money to fund research in curing childhood leukemia, and we regularly sponsor work training programs to help the homeless.

A:我們改善形象的工作有什么反饋?

B:在我們更新了視覺(jué)識(shí)別后,銷售額增加了20%。我們的新標(biāo)志不僅新穎,而且更能體現(xiàn)公司的活力。

A:真是個(gè)巨大的成就。我們是如何取得的?

B:首先,我們更新了視覺(jué)標(biāo)志。此外,我們還坦白承認(rèn)所犯的錯(cuò)誤。

A:比方說(shuō)?

B:看公司通訊:“坦率地說(shuō),我們管理有些混亂。我們深表悔意。我們?cè)诮夤突鶎訂T工的同時(shí)給高級(jí)雇員發(fā)獎(jiǎng)金,這有失公允?!?

A:天啊,就那么直白地認(rèn)錯(cuò)!

B:當(dāng)然。公眾對(duì)我們的坦誠(chéng)反應(yīng)良好。我們也改變了公司的使命宣言,現(xiàn)在是這樣的:“我們致力于提供高品質(zhì)服務(wù)和高附加值產(chǎn)品。我們確保每個(gè)級(jí)別的員工得到重視?!?

A:最后這一部分是新的。聽(tīng)上去是對(duì)最初引發(fā)的爭(zhēng)議的回應(yīng)。

B:沒(méi)錯(cuò)。我們最后做的事情就是關(guān)注社區(qū)項(xiàng)目。

A:Willymart都對(duì)社區(qū)做了哪些貢獻(xiàn)?

B:我們向當(dāng)?shù)氐娜鮿?shì)兒童贊助獎(jiǎng)學(xué)金、捐錢給兒童白血病研究,而且我們經(jīng)常給無(wú)家可歸的人提供工作培訓(xùn)。


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